Business Task
The task was to redesign the BERLIN street food chain and rethink its visual identity for a new generation of consumers and contemporary street food culture. The goal was to make the brand more modern, bold, and relevant while preserving its recognizable connection to Berlin’s street food heritage and its signature product — shawarma, one of the most iconic foods of modern Berlin street culture. Another important objective was to create a more emotional and engaging brand experience by introducing vibrant colors, playful communication elements, and emphasizing the brand’s continued growth in Ukraine despite the challenges of wartime.
Solution
We developed a modern and recognizable brand system that combines the aesthetics of a European street food brand with the energy of a new generation of urban culture. One of the key decisions was shortening the name to the contemporary acronym BRLN — clean, dynamic, and more adaptable for the digital environment, while still maintaining a clear association with Berlin. The logo integrates a typographic mark with one of the city’s most iconic symbols — the Berlin TV Tower — creating a strong and memorable visual identity. The visual language is built around a vibrant color palette, contemporary illustration style, and playful communication approach designed to create emotional engagement and a more interactive consumer experience. An important part of the branding also became the message: Born in Berlin — Made in Ukraine. This statement reinforces the Ukrainian dimension of the brand and highlights its ability to grow and evolve in Ukraine despite the challenges of wartime.
